Bear's innovation code

An idea that has been abandoned by the market has allowed a small company to creatively open up a new market segment, securing the top spot in the yogurt machine and egg cooker segment; one product has added a little function and sales for 6 consecutive years The amount of more than 100% growth, fruitful harvest ... ... This is Xiao bear electrical create one after another commercial miracle.

In the case of a big wave of scouring the market, what makes Xiao Xiong Electric stand up in the economic tide, but also achieved the industry's amazing rapid growth? The speech of General Manager Li Yifeng well explained the mystery of Xiao Xiong's electrical appliances. "Innovation is the biggest development advantage of Xiao Xiong's electrical appliances, and innovation is the driving force for the advancement and development of society and enterprises." It is the constant innovation that determines the rapid development of Xiao Xiong Electric, making it a "fast" company in fact a subdivision industry.

Product Innovation: Everything Starts with Consumers

Despite the easy-replicating home appliance industry and the uncertain e-commerce field, Xiao Xiong’s products can continue to be popular on major e-commerce platforms such as Taobao, because bears’ body is full of innovative blood. From yogurt makers, egg cookers, popcorn makers, dough mixers, bean sprouts makers, electric lunch boxes, and humidifiers, every step of the company is accomplished with innovation as a mission to develop a series of novel and practical products. To provide consumers with the most wonderful electrical appliances. Every time a new product is launched, it cuts through the blind spots of the tiny needs in the consumer's life. It creates a brand-new market by making the vulgarity of the oil and salt that has been exhausted simple and sentimental.

As an innovative small household electrical appliance, Xiao Xiong, while constantly upgrading its own products and technological innovations, has also extended the “touching angles” of innovation to the society, “learning from the brain” to engage in research and development, and accelerating the pace of improving independent innovation capabilities. The bear product “My i era” Xiao XIONG XiaoXiang product design competition, which has just finished in Beijing, aims to start with this design and influence event and to tap more outstanding technical talents through continuous construction and activities. In the process of opening up, we will cultivate our own innovation and development capabilities, deliver new blood and new ideas for innovation, and promote the development of the small home appliance industry in China. Applying for the intellectual property rights of the gold, silver and bronze awards design program also fully demonstrates the importance that Xiao bear has placed on R&D and innovation. In the future, if priority is given to the cooperation of production, teaching, research, and the introduction of first-class technology routes and unique designs for outstanding works, it will undoubtedly help Bear Electronics to take the lead in the field of small household appliances.

When it comes to innovation, many people always like to connect with big projects, high input, and cutting-edge technologies. In fact, innovation is not a matter of size. Why does it not become a small river? The Japanese have not made major technological breakthroughs in the world. However, the cassette recorders, walkman, home video cameras, and point-and-shoot cameras that were invented on the basis of the original technology have become popular around the world. These are innovations.

Coincidentally, the hot-selling category of bear electronics also benefited from "micro-innovation." In 2012, Xiao Xiong Electric had different ways of thinking and winning. It sparkled the launch of the “Xiaoxiang” life series, which surprised consumers and continued to achieve a perfect experience beyond expectations, as well as a real touchable value of life. Bear Electronics relied on its personalized, relatively narrow, innovative products and was favored by experts from the China Micro-innovation Summit 2012. It successfully won the list of China's top 30 best products in 2012, and won the “China's 2012 Annual Micro-innovation Company 100 Strong" 9th strength. Li Yifeng stated, “Since we established Xiao Xiong Electronics, we have focused on doing 'little things', focusing on the small ones, and focusing on the user experience. We are doing small home appliances, doing niche, and making details, committing ourselves to be ignored by many large companies. 'Small' things, to better play the 'small' value and advantages." So when the bear launched niche products that big companies do not care about, he is destined to be a company that continues to win consumers' favorite. With the characteristics of compact size, pleasing appearance, low price, and easy use, Xiao Xiong has attracted a large number of die-hard fans in the country and has become the leading company in the sub-industry, and it has deeply embraced the idea of ​​DIY living experience beyond imagination.

Channel Innovation: The First Person to Authorize Online Distribution

Recalling the history of the development of bear electronics, the most direct innovation in addition to personalized creative small home appliances reflects the independent innovation, but also borrowed the Internet's east wind, and established a model of driving the east wind - the first to put forward the "authorized online dealers" innovative business model , throw off their peers and followers, find a world in the cracked market.

In 2008, in order to standardize the original disorderly network channels, Xiao Xiong Electric fully liberalized its online sales channels and put forward the concept of “authorized online dealers”. In order to avoid cohabitation, Xiao bear electrical appliances required Taobao business must have "three drills" in order to qualify as an agent dealer. At present, all bears electrical distributors have "online authorization anti-counterfeiting certificate." At the same time, Xiao Xiong has also made corresponding improvements to the previous sales methods: For example, upgrading the thin packaging box to a kraft carton does not require the Taobao owner to repack and guarantee the shock resistance during express delivery; set the bar code. , To facilitate the logistics of delivery and prevent the Chuanhuo. The change control was a dredge, and effective guidance and supervision of online distributors eventually led Xiao bear electrical appliances to become “top 10 online shopping brands” in a few short years.

In addition, the persistence of creativity and individuation from the shopping process, products, etc., must be people-centered, and focus on the user experience. It is committed to providing customers with a personalized, relaxed and enjoyable life experience. After the initial taste, Xiao Xiong opened a flagship store on Taobao Mall in 2009 and established an annual cooperation with Taobao Customer Marketing Department to conduct online advertising promotion and marketing. In 2012, Xiaoxiong Electric complied with the trend of Taobao Festival Shopping Carnival, making full use of the holiday spending habits of netizens, and has planned special promotions on major shopping festivals such as Double 11 and Double XII. Distinguished by the silent stereotyped technology image of the general electric appliance brand, Xiao Xiong Electric needs to use humorous and fun topics to cater to young people, so that consumers can buy and use their peace of mind. In order to meet the desire of consumers to buy, Xiao Xiong Electric has 2 stores and 3 products to participate in Taobao "double 11" main venue, more than 10 products into the venue, and the main push personalized new products. Since Cubs had made sufficient preparations for products, marketing, and stocking before the holiday, Tmall platform recorded sales of nearly 6 million yuan in one day, which was also double that in 2011. This is why Xiao Xiong’s home appliance can sing all the way through online sales channels and create a miracle that cannot be achieved in traditional channels. The key is that it explores a unique and unique development model that suits itself and breaks through in the fierce competition. .

Promotion and Innovation: Emotional Marketing Surprisingly Wins

In China's 5,000-year-old traditional cooking culture, the upgrading of kitchen appliances and technology plays an important role. However, Chinese consumers emphasize the intrinsic property of “cooking” and pay more attention to the cohesion of “home-based”. From a marketing perspective, establishing an emotional bond between a brand and a potential consumer is the key to marketing success. Bear Electronics is such a big player in emotional marketing, and the tactics familiar with the heart.

The reason why more than 15 million users chose Cubs is that the user's pursuit of individuality, lightheartedness, and joyful life experience coincides with the value orientation of the bear electronics. Bear bears not only products, but a fashionable and innovative way of life, giving them an incredible DIY life experience.

Based on years of network distribution, Xiao bear electronics explores a differentiated development path with the characteristics of new media communications and the consumer psychology of the Internet, creating a brand reputation. Just like the brand promise of “Xiaoxiang Life” of Xiao Xiong Electric, we hope to promote the development of China’s creative small household appliances industry through various creative designs, and provide innovative, high-quality lifestyles that allow people to continue to exceed expectations. The perfect experience. From the "Sharing the Healthy Future" since its establishment in 2006 to "Happy Life, Bears Bear" in 2009, and "Inspired Life Magic Life" in 2012, Xiao Xiong has always upgraded its brand concept according to its development status.

The greatest power of emotional marketing is that it helps build customer loyalty to the brand. Brand loyalty is the core of brand equity, which can effectively reduce marketing costs, attract a large number of new consumer groups and contain competitive brands. The ultimate goal of brand loyalty is that consumers feel emotionally irresponsible and even proud of the brand. At this time, the brand has become a consumer's friend and emotional support. In 2012, the company tried emotional marketing for the first time, using creative microfilms, official microblog operations, and media public relations and other social marketing tools to help sell i stew series of electric stew. Among them, the creative micro-movie "Love Doesn't Stop Stewing" series ranges from telling the deepest love of the father and daughter to the love of the most tender men and women to helping netizens achieve the most romantic proposal of marriage. These microfilms start with the emotional needs of consumers. Expressing different loves incisively and vividly, evoking and inspiring consumers' emotional resonance, there is no need to influence consumers' hearts at any moment. Putting limited resources into creating the largest profits will not only quickly expand the popularity of Xiao Xiong's products on the Internet, but will also allow merciless marketing to win ruthless competition and achieve the best results of “a couple of things”. This will be the 2012 e-commerce marketing hot spot. "The very innovative award." The successful experience of Xiao Xiong's emotional marketing provided a new method for the future development of e-commerce.

From XiaoXiong Electronics, we can see that product innovation, channel innovation, and marketing innovation are the continuous driving force for the eternal development of the company and the key to the company's ability to bid farewell to the failure of growth. In the future development, innovation as the biggest development advantage of bear electronics, it will only increase unabated, emitting dazzling light.